The relationship between dimensions of corporate social responsibility and consumer’s buying intentions in a cross-cultural context

Abstract

This study investigates the cross-cultural relationships of corporate social responsibility (CSR) factors, culture dimensions, and consumer’s buying intentions in China and Pakistan. Moreover, this study also reveals the moderating effect of national culture values on these relationships. Data from 239 respondents from each sample group were collected through a questionnaire survey. Structural equation modeling was used to test the hypothesis. The results from the Chinese sample group showed that ethical CSR and philanthropic CSR has a significant impact on buying intention, while economic CSR and legal CSR have an insignificant impact on buying intention. Moreover, data from Pakistan found that legal, ethical and philanthropic CSR have a significant impact, while economic CSR has an insignificant impact on buying intentions of consumers. Significant moderation impact of national cultural values is observed on the relationship of economic CSR and buying intention, however, the insignificant impact of national culture values proved on the relationship of legal, ethical, and philanthropic CSR and buying intention. This study provides substantial insights for the industry that strong improvement and appropriate communication of philanthropic and ethical CSR stimulates the consumers’ motivation to alter their buying intentions and help them to retain loyalty.